خط‌مشی افزایش وفاداری مشتری: رمزی نوین درگشودن تأثیر بازی‌سازی بر برنامه‌های نوین وفاداری (موردمطالعه آژانس‌های مسافرتی استان البرز)
الموضوعات :
اسماعیل رستم زاده گنجی
1
,
ناهید محمود پور
2
,
سعید محمدزاده
3
1 - اسمعیل رستم زاده گنجی. استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران
2 - دانشجوی دکتری مدیریت بازرگانی، مرکز بین الملل دانشگاه پیام نور، ایران
3 - دانشجوی دکتری مدیریت بازرگانی، مرکز بین الملل دانشگاه پیام نور، ایران
الکلمات المفتاحية: استراتژی , بازی‌سازی , برنامه‌های وفاداری, گیمیفیکیشن, وفاداری مشتری,
ملخص المقالة :
پژوهش حاضر به بررسی تأثیر بازی‌سازی بر ارتقای وفاداری مشتریان و رابطه بین راهبردهای بازی‌سازی و نتایج وفاداری مانند خریدهای تکراری، معرفی‌ها و تبلیغات برند می‌پردازد. این پژوهش با داده‌های کمی و روش همبستگی، نوآورانه است زیرا تأثیر بازی‌سازی در صنعت خدمات مسافرتی و در استان البرز را که تاکنون کمتر موردمطالعه قرار گرفته، بررسی می‌کند. اطلاعات از طریق پرسش‌نامه‌ای که توسط مدیران فروش و خدمات پس از فروش آژانس‌های مسافرتی استان البرز تأیید شده، جمع‌آوری شده است. جامعه آماری شامل مشتریان آژانس‌های مسافرتی استان البرز و نمونه 384 نفری به‌صورت تصادفی انتخاب شده‌اند. این تحقیق نشان می‌دهد که بازی‌سازی در برنامه‌های وفاداری می‌تواند ارتباطات پایدار با مشتریان ایجاد کرده و به افزایش درآمد بازار کمک کند. نوآوری این پژوهش در بررسی یک روش نوین بازاریابی و تأثیر آن در یک منطقه خاص جغرافیایی است که می‌تواند راهگشای تحقیقات آینده در صنعت خدمات مسافرتی باشد.بازی‌سازی افزایش وفاداری مشتریان و بهبود تجربه کاربری و رشد شرکت‌ها را تسهیل می‌کند. پژوهش حاضر اهمیت بازی‌سازی در برنامه‌های وفاداری را تأکید می‌کند و به شرکت‌ها توصیه می‌کند که این استراتژی را اجرای کنند. نتایج این تحقیق به شرکت‌ها کمک می‌کند تا استراتژی‌های مناسبی برای بهبود برنامه‌های وفاداری خود تدوین کنند و به افزایش فروش و سودآوری بیشتر دست یابند.
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